《营销学原理》 作业习题 L.Case Analysis:案例分析 《俞兆林的“南极棉”"》(《当代营销学案例集》) IV.Quiz3(for Sessions4-11)阅读测试 Session 12 Pricing Considerations and Approaches 第十二讲 Text:Chapter10第十章 L.Marketing Applications::Question1(a-d)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.Does"value"mean the same thing as"low price"?How do these concepts differ? 2.Pick up two competing brands from a familiar product category (e.g.air conditioner)- one low priced and the other high priced.Which,if either,offers the greatest value? 3.Discuss the typical pricing objectives outlined in the chapter.Which of these objectives do you believe:(a)is the most commonly used:(b)is the most difficult to achieve:and (c)has the greatest potential for long-term growth of the organization?Explain. L.Case Analysis:案例分析 《凯塞布罗啤酒市场开发》(《当代营销学案例集》) Session13 Pricing Surategies第十三讲 Text:Chapter11,Appendix2第十一章附录 I.Marketing Applications:Question 1(a-c)应用题 (在教科书的章尾) Ⅱ.Issues for Discussion::讨论题 1.What do you think about the price war of air-conditioner with approaching of the hot summer?Is it reasonable? 2.Do you agree that pricing is the most effective tool of competition in this industry? 3.Can you imagine any disadvantages of such kind of price war? L Case Analysis:案例分析 "Circuit City:Selling Used Cars like Stereos",Principles of Marketing 9h ed IV.Quiz4(for Sessions12-13)阅读测试 Session14 Distribution Channel Designing and Management第十四讲 Text:Chapter12第十二章 L.Marketing Applications::Question 1(a-d)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 I.What happened between Gome(国美)and Gree(格力)？ 2.What's the nature of their conflict? 3.Are there any better ways to solve the problem than as it was? 4.As a manufacturer,what should Gree do to get better control of the channel? L.Case Analysis::案例分析 《三株公司、固特异双渠道策略》(《当代营销学案例集》) Session15 Wholesaling,Retailing Online Marketing and Logistics第十五讲 Text:Chapter13,17第十三、十七章 L.Marketing Applications:Question 1(a-d)应用题 (在教科书的章尾) IL.Issues for Discussion:讨论题 1.Observe and point out the differences in the point-of-purchase marketing efforts by the cosmetic companies and the home appliance producers.《营销学原理》 作业习题 III. Case Analysis: 案例分析 《俞兆林的“南极棉”》（《当代营销学案例集》） IV. Quiz 3 (for Sessions 4-11) 阅读测试 Session 12 Pricing Considerations and Approaches 第十二讲 Text: Chapter 10 第十章 I. Marketing Applications: Question 1 (a – d) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. Does “value” mean the same thing as “low price”? How do these concepts differ? 2. Pick up two competing brands from a familiar product category (e.g. air conditioner) - one low priced and the other high priced. Which, if either, offers the greatest value? 3. Discuss the typical pricing objectives outlined in the chapter. Which of these objectives do you believe: (a) is the most commonly used; (b) is the most difficult to achieve; and (c) has the greatest potential for long-term growth of the organization? Explain. III. Case Analysis: 案例分析 《凯塞布罗啤酒市场开发》（《当代营销学案例集》） Session 13 Pricing Strategies 第十三讲 Text: Chapter 11, Appendix 2 第十一章 附录 I. Marketing Applications: Question 1 (a – c) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. What do you think about the price war of air-conditioner with approaching of the hot summer? Is it reasonable? 2. Do you agree that pricing is the most effective tool of competition in this industry? 3. Can you imagine any disadvantages of such kind of price war? III. Case Analysis: 案例分析 “Circuit City : Selling Used Cars like Stereos”, Principles of Marketing 9th ed. IV. Quiz 4 (for Sessions 12-13) 阅读测试 Session 14 Distribution Channel Designing and Management 第十四讲 Text: Chapter 12 第十二章 I. Marketing Applications: Question 1 (a – d) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. What happened between Gome (国美) and Gree (格力)? 2. What’s the nature of their conflict? 3. Are there any better ways to solve the problem than as it was? 4. As a manufacturer, what should Gree do to get better control of the channel? III. Case Analysis: 案例分析 《三株公司 、固特异双渠道策略》（《当代营销学案例集》） Session 15 Wholesaling, Retailing, Online Marketing and Logistics第十五讲 Text: Chapter 13,17 第十三、十七章 I. Marketing Applications: Question 1 (a – d) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1. Observe and point out the differences in the point-of-purchase marketing efforts by the cosmetic companies and the home appliance producers. 4